Ad of the Day: Kraft Macaroni & Cheese

Crispin Porter + Bogusky has been doing some fun social media work for Kraft Macaroni & Cheese lately. There was the Twitter game "Mac & Jinx" (based on the old children's game of Jinx) in which pairs of people who happened to write the phrase "mac and cheese" simultaneously on Twitter got @ messages offering free Mac & Cheese to whoever replied first. More recently, the agency whipped up a quick contest in which anyone who tweeted about Mac & Cheese had a chance at getting his or her tweet turned into a commercial. These little stunts were fine, but it's nice to see some bona-fide professional commercials added to the mix once again. There are two new ones, and they build nicely on the campaign's earlier insight that parents just can't help stealing their kids' Mac & Cheese at the table. In the earlier executions, the children didn't do much about the pilfering except sit and pout about it. In the new spots, they get their revenge. In the first ad, a kid sees his chance to get back at Dad when a police officer comes to school to talk about law enforcement. In the second, a girl evens the score with her father by stealing his stuff and selling it to a pawn dealer. It's a decent way to evolve the campaign by raising the stakes a little. Of course, the new ads aren't completely stunt-free. They're still voiced by Ted Williams, the homeless man with the golden voice, whom CP+B hired at the height of his brief celebrity over the winter.

Crispin Porter + Bogusky has been doing some fun social media work for Kraft Macaroni & Cheese lately. There was the Twitter game "Mac & Jinx" (based on the old children's game of Jinx) in which pairs of people who happened to write the phrase "mac and cheese" simultaneously on Twitter got @ messages offering free Mac & Cheese to whoever replied first. More recently, the agency whipped up a quick contest in which anyone who tweeted about Mac & Cheese had a chance at getting his or her tweet turned into a commercial. These little stunts were fine, but it's nice to see some bona-fide professional commercials added to the mix once again. There are two new ones, and they build nicely on the campaign's earlier insight that parents just can't help stealing their kids' Mac & Cheese at the table. In the earlier executions, the children didn't do much about the pilfering except sit and pout about it. In the new spots, they get their revenge. In the first ad, a kid sees his chance to get back at Dad when a police officer comes to school to talk about law enforcement. In the second, a girl evens the score with her father by stealing his stuff and selling it to a pawn dealer. It's a decent way to evolve the campaign by raising the stakes a little. Of course, the new ads aren't completely stunt-free. They're still voiced by Ted Williams, the homeless man with the golden voice, whom CP+B hired at the height of his brief celebrity over the winter.